Conversion Funnel

Conversion Funnel shows where visitors drop off on the way to an order: from a visit, to viewing a product, adding it to the cart, starting checkout and buying.

How It’s Calculated

The page has four cards of rates at the top, a funnel chart, a chart of the rates over time and, when there’s traffic, a Traffic by Channel card. The funnel has 5 stages, from top to bottom:

• Sessions
• Viewed Product
• Added to Cart
• Reached Checkout
• Converted

Under the funnel, a line names the step with the lowest carry-over between 2 neighboring stage totals.

The Rates

• Conversion Rate: Converted divided by Sessions. With das Pixel it’s the same figure as Store Conversion Rate. With Google Analytics it’s purchase events divided by session_start events, which can differ from that report.
• Add-to-Cart Rate: of the visits that viewed a product, the share that also added one to the cart.
• Reached-Checkout Rate: of the visits that added to the cart, the share that also started checkout.
• Checkout-Completion Rate: of the visits that started checkout, the share that also completed the order.

A rate is blank when no visit reached the stage before it. That isn’t the same as 0%. The Stage Rates Over Time chart draws Add-to-Cart Rate, Reached-Checkout Rate and Checkout-Completion Rate for each period of the date range.

Where the Numbers Come From

The report uses one tracking source at a time, never a mix of two: das Pixel when it’s installed, otherwise your connected Google Analytics property. A badge above the cards says which. The 2 count different things:

• das Pixel: each stage counts the visits that reached it. A visit counts once in a stage, however many times it did the step. The stages are separate checks, not a chain. A visitor who buys with an express checkout button reaches checkout without adding to the cart, so a later stage can hold more visits than the one above it. Each rate counts only the visits that reached both stages, so it always stays at or below 100%. Crawlers and scripted visits are left out.
• Google Analytics: each stage counts GA4 events: session_start, view_item, add_to_cart, begin_checkout and purchase. One visit can fire a stage more than once, so the numbers run higher than das Pixel’s. Each rate divides one stage’s events by the one before it.

What Counts

• A visit counts in the period it started.
• Only the date range changes this report. Segment, Sales Channel, Filters and Compare don’t apply.
• Export CSV gives the stage table: Stage, Count, % of Sessions and Step Conversion.

What Good Looks Like

Every store loses most visitors at the top of the funnel. What matters is the size of each step compared with your own earlier numbers.

Look at the step with the lowest rate. That’s the first place to work.

A steep fall from Sessions to Viewed Product points at landing pages. A fall at Added to Cart points at product pages and prices. A fall after Reached Checkout points at checkout.

What to Do About It

• A low Add-to-Cart Rate: improve product photos, descriptions, prices and reviews on the pages people land on.
• A low Reached-Checkout Rate: check what customers see in the cart, such as shipping costs and the checkout button.
• A low Checkout-Completion Rate: check payment options and surprise costs at checkout. Payment Method Mix shows how often payments are declined.

Where to Find It

• Conversion Funnel: open Reports and look under Marketing.
• Store Conversion Rate: the overall rate, period by period.
• Traffic & Conversions: sessions and conversions by channel.